Decreasing the bounce rate of your website is a difficult task, because the bounce rate does depend on the content and type of your website. For example, if you have a blog, then most probably people navigating your website will go directly to your posts' pages (if they found the link to your blog post in a search engine). They will read the content and close the page. This will generate a high bounce rate score, but it does not mean that your website is not popular or your blog posts are not read.

There are some tricks which can help to decrease the bounce rate. First, you should specify very clear meta tags in your website and webpage headers, so search engines can clearly categorize your website. In many cases users leave a website because they don't find what they are looking for in a couple of minutes, so it is important to design your website in a way that users can easily find content or products or services or whatever your website is about. When designing, try to apply the "unwritten standards of web", like if there is search on your page, this should be in the upper right corner. If you have multiple pages on your website and you have a menu structure, make sure its at the top and always visible and navigable.

Since more and more people have smartphones and people do browse and read a lot on their phones, it is a must for your website to have a responsive layout.

A high bounce rate is never a good thing, which is why it's in your best interest to reduce it. There are several strategies that you can implement to decrease your website's high bounce rate. Here they are:
o Create better landing pages if you want to reduce your bounce rate. Your landing pages should provide the right message and solution to your visitors' problems. The content should create an interest in other products that you have to offer. Always include a strong and prominent call to action that will encourage your site visitors to take the required action.
o Invest in better key words if you want to lower your bounce rate. It could be that the keywords that you use to attract visitors to your site are not the right ones. That could by why the visitors who show up to your site are leaving in large numbers. So take time to identify your target market and the keywords that they tend to use to search for information. Create content revolving around your new keywords and make sure it's relevant and interesting enough to make visitors pay attention to what your site has to offer.
o Optimize your website for internet users. Start by creating good quality content that is easily to scan. Make sure that your website is navigable and appealing to your audience. Also create a mobile-friendly version of your website that will keep your mobile visitors interested for long periods of time. Reduce distractions such as pop-ups and excessive number of calls-to-action and enhance website loading speeds.
Make sure you implement positive changes until your bounce rate is lower than 50%.

Before anything else, you have to understand that there are instances where a high bounce rate can be easily explained. If your site is designed to simply provide information (like Wikipedia, for example), where people can get what they need from a single page, they may not feel the need to visit any of your other pages.

Otherwise, you may need to reexamine your content strategy. Do you have compelling calls to action, or reasons for the visitor to click on your other links? Did you make sure that your page delivered on what you promised your visitors? Is your site easy to use or navigate?

It's just the nature of a free Internet. If people can get what they need off a better site, that's a good enough reason to leave. You might want to check out your competition.

I would suggest you to verify first of all keywords consistency. Usually this happens when we look for something through web search engine and we land on pages that do not answer to my search.
I hope this help you.

How to solve a high Bounce Rate?
Let´s start by define what It means.
A visitor and/or many visitor never goes to a second page into the website. Many of them leave the website immediately.
We all had followed a link from Google results to arrive a non meaningful page, it is highly frustrating.
Therefore, we must follow simple rules.
Create meaningful pages, with good titles and meta descriptions, which accurately tell the visitors, in advance, what will be there.
If the visitor find that the content is not highly related to his query or it has little value he will not be interested on visit a second page into your website.
Do not forget the speed, layout and the UX.
On the other hand, if you have high quality content and/or good products with good descriptions and great reviews, your bounce rate will definely decrease.

A high bounce rate is not automatically a bad thing. In theory, it could mean that the visitor found an exact match for his search query. It could also be a frequent visitor who is up to date on all the content on your site and just comes when there is new content. To find out if the bounce rate is really that bad you can also look at the page sessions. High bounce rate with a very short page session is a bad thing. But if the visitor spends a long time on that one page then the high bounce rate may not be a problem.

So a robust approach to decreasing the bounce rate of a page would include:
1. Keep keywords relevant - if necessary, create multiple pages with compelling and relevant content for each of the not-so-directly related keywords.
2. Improve the quality of content as well as the information delivery. Use images and infographics to attract the attention of the reader
3. Offer links to related content to make sure that even if readers are bouncing off, they don't leave your website.
4. Optimize your call to action to make it consistently relevant to the keywords that the page is optimized for.

One of the biggest challenges with containing bounce rates lie in the keywords that we normally optimize the pages for. It is tempting to broaden the scope of the keywords and include some related ones as well. What does happen in these cases is that the reader bounces off.

One more dangerous side effect of such bounces is the decrease in trust factor of your website. For example, I use a personal block list in Google Chrome when I search for information and typically all the sites that I have consistently found to contain little or no related information pertaining to my search, I add to the block list.

So a robust approach to decreasing the bounce rate of a page would include:
1. Keep keywords relevant - if necessary, create multiple pages with compelling and relevant content for each of the not-so-directly related keywords.
2. Improve the quality of content as well as the information delivery. Use images and infographics to attract the attention of the reader
3. Offer links to related content to make sure that even if readers are bouncing off, they don't leave your website.
4. Optimize your call to action to make it consistently relevant to the keywords that the page is optimized for.